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Doorway page

A doorway page exists mainly to rank for a location or keyword variant and funnels every visitor to the same generic destination. Google's guidelines name it as a violation.

A vintage Contax camera captured in a contemporary photography studio setup with monitors and…, illustrating the SEO definition of Doorway page
A doorway page exists mainly to rank for a location or keyword variant and funnels every visitor to the same generic destination. Google's guidelines name it as a violation.Photo: Jakub Zerdzicki / Pexels

The classic form is a template where only the city name changes, replicated across two hundred towns where the business has no presence. These pages used to work; today they mostly fail to be indexed at all, and at scale they attract manual actions. A provider proposing a city-page programme without first asking where you actually operate is proposing risk.

The legitimate version is a location page a customer would be glad to land on: a real address, real opening hours, named staff, the services genuinely offered there, and information only someone working at that site could provide. The test is simple — if the page would be useless to a human standing outside the building, it is a doorway page.

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